Executives are prioritizing their investments based on two factors: the “known unknowns” and the “unknown unknowns.” That is why, more than ever, brands and retailers alike need to have adaptable plans for a hybrid retail strategy. During their retailX keynote, Tim Maule, President and CEO of Diono, and Marc Ostryniec, Chief Sales Officer, BigCommerce, discussed the forces impacting retail moving forward and how companies can balance digital and physical channels effectively.